Indian women have always struggled to acquire the right bra sizes. The situation was so bad a few years ago, that wearing an ill-fitting bra was normalised and even the well-informed women had no idea that they needed to wear a perfectly fitting bra for the best comfort. But with disruptive brands like Buttercups and Clovia in the lingerie industry, women are now opting for customised innerwear and are rejecting the rigid beauty standards for women’s innerwear in India. Clovia recently launched an automated customer support tool called the Bra Bot.
What is Clovia’s Bra Bot?
Clovia’s Bra Bot is an AI (Artificial Intelligence) chatbot which automatically handles customer queries and passes on the remaining queries which need human intervention to a support executive. It’s essentially helping customers purchase the correct innerwear. The bra bot is built using data science and relies on predictive models to help customers find precisely what they are looking for.
Customer Engagement
It’s driving greater consumer engagement by helping users to make a purchase, updating them on order or delivery status, and guiding them with policies, FAQs (Frequently Asked Questions), or sizing suggestions. The customer engagement rate has been around 2 Lakh engagements within 30 days of launch. The tool handles over 35% of the overall customer queries.
Technology
The technology behind the bra bot is an AI-based conversational platform which is accessible by customers via the Clovia website or App as well through direct engagement on WhatsApp. The bra bot uses Clovia’s proprietary CloviaCurve Fit Test.
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The customer engagement rate has been around 2 Lakh engagements within 30 days of launch.
What’s in it for me?
The D2C industry is leveraging the latest technologies like AI, Big Data, and Analytics to acquire the ever-changing pan-India market. Advanced tech adoption and becoming 100% data driven is the only way forward for digital-first brands to expand deeper into existing domestic markets towards Tier II and III cities. Since D2C brands are mostly targeting customers across the country from largely disparate geographies, profiles and behaviours, data processing through patented technology is the only answer to continuous product, supply-chain, and distribution improvement.
D2C brands wanting to expand to Tier II and III cites and want to eventually acquire the entire Indian market need to leverage extensive technology across all business areas. This will enable profitable scaling up to reach different consumer bases. You need to build your own technology platform that will mine data points for your entire user base. The data analytics from this technology will give you in-depth insight into the tastes, preferences, and changing consumer behaviour in existing and new domestic markets.
Since a D2C company relies on its own web presence and outreach capabilities, there’s no other option but to invest in Predictive Analytics and Sales Forecasting technology that will extract key insights from vast volumes of data.
